2025 travel trends for tour operators

Over a decade ago, our founders noticed a major gap in travel trends when they tried to book surfboards online in Hawaii — tourism businesses rarely offered online booking, and the few that did had unreliable systems. 

Today, having online booking is a must.

As we launch into 2025, staying ahead of evolving travel trends remains key to developing impactful solutions for operators like you.

We anticipate travelers to keep redefining the way they explore. As we took a look at emerging trends, intentionality, AI, and adventure are at the forefront. 

Whether focusing on sustainability, soft travel, or small group experiences, travelers are seeking more personalized and meaningful journeys. Advancements in tech, the promise of an increase in international travelers, and specialized interest groups will also define the coming year. 

Understanding and capitalizing on these trends will help you take advantage of the opportunities that change brings.

1. Sustainability takes center stage

According to Skift’s most recent research, nearly two thirds of Millennial and Gen Z travelers seek out travel companies that prioritize environmental and sustainable practices. Plus, many travelers are willing to pay more to companies that advertise and practice sustainable strategies. 

Remember, adopting eco-friendly practices in your business does not have to be an all or nothing approach. Start small and make green improvements one step at a time. 

Ultimately, creating a sustainable business isn’t about hoping on a trend — it’s about protecting the planet that supports your tour experience. By prioritizing energy efficiency, reducing waste, and contributing to a better future, you ensure both your business and the environment can thrive.

From ditching plastic water bottles to eliminating endless paper trails, here are a few ways you can introduce sustainable practices:

• Switch to refill stations or sustainable alternatives like boxed or canned water.
• Use LED lighting and rechargeable electronics.
• Move liability waivers online to reduce paper use.
• Hire local guides and source products locally.
• Partner with eco-conscious brands for company clothing and guest swag.
• Invest in energy-efficient vehicles like EVs.
• Apply for B Corp Certification to showcase your commitment to sustainability.

2. Introducing “soft travel” 

If you hang out on TikTok, chances are you’ve encountered the “soft life” trend that promotes a less stressful, more fulfilling lifestyle. But, if you veer away from TikTok, that’s why we’re here.

“Soft travel” is the travel equivalent of “soft life.” It’s a social media trend that emphasizes a relaxed and mindful approach to traveling. According to RTÉ, The original “soft life” trend originated in Nigeria and was popularized by African-America women long before it made a splash on TikTok.

Soft travel focuses on simplicity and encourages experiences to unfold naturally, putting more of an emphasis on self-care instead of hustling to do everything you possibly can on a trip.  According to the 2025 Hilton Trends Report, one in five travelers plan to prioritize self-discovery, rest, and mental health during their journeys.

What could this mean for operators? Expect last-minute or walk-up bookings with slow travelers as spontaneity is key. While disconnecting is the goal of soft travel, savvy travelers may still use their phones to make bookings on the fly. Ensure your booking platform is optimized for mobile and your activities are available for last-minute bookings.

3. Small groups are headed you’re way

Similar to “soft travel,” small group trips continue to rise in popularity as folks seek real connection and intentional experiences.

Intrepid Travel notes that group trips are booming, but not in the way of the massive bus tours of the past. These small groups often consist of friends, “frolleagues” (colleagues who are also friends), or participants in women-only or women-led trips. These all embrace the appeal of personalized travel with like-minded individuals.

Matt Berna, President of the Americas at Intrepid Travel, notes, “Younger generations are really embracing group travel right now. They’re craving face-to-face connection in an increasingly digital world…” Small group trips with friends, frolleagues, and solo travelers ages 21-30 have nearly doubled. 

Similarly, all-female small-group trips have grown significantly in the last year. Over three-quarters of the women on these trips are solo travelers, seeking personalized experiences with other similar women.

Want to attract more of these groups? Try offering private tours or charters! 

These tours accommodate a small group of attendees, such as 6-10 travelers, at a single group rate. Friend groups will love the cozy vibe of knowing everyone on the tour — and the bonus of splitting the cost. Given that offering a group option is an easy addition to your FareHarbor Dashboard, it’s a win-win for you and your guests!

4. Bring on the robots and easy-breezy payment methods

Although the topic of AI is something we’re all used to at this point, the quick adoptions of this technology will continue to disrupt travel behaviors and how you, as an operator, run your business. 

AI chatbots are becoming a must-have for modern travelers and begs the question of how these tools will impact the discovery of your tours and activities. 

From Booking.com’s Ai Trip Planner to Mindtrip and Wonderplan, to the simple query in ChatGPT, travelers can get custom recommendations and detailed itineraries. Through advanced learning, these chatbots also provide concierge-style services that guide a consumer through personalized recommendations.

You may be asking yourself, “How can I ensure my business shows up in AI trip planning software?” And that would be the right question to ask. 

Although this is still an emerging technology, the same rules apply as many other search-based strategies: Follow SEO best practices, have a consistent and active online presence, add quality content and clear language about your offerings, and generate great reviews.

Another tech integration that’s worth mentioning is mobile payments. Having a website and booking system optimized for mobile isn’t just about increasing your conversion rate, but making sure you never miss a sale. According to Kristian Gjerding of Cellpoint Digital, 15-20% of consumers will leave the booking experience if their preferred payment method is not accepted. 

FareHarbor offers flexible payment options from Apple Pay to Google Pay and, of course, typical credit cards — creating a seamless booking experience for modern guests. 

5. Experiential and adventure travel demand

Travelers in 2025 are eager to make the most of their journeys by blending relaxation with unforgettable adventures.

 Hilton’s latest trends report highlights the rise in “Travel Maximizers.” These travelers seek to mix immersive experiences with moments of rest. Whether it’s riding ATVs, soaring in helicopters, or exploring local cultures, your tours can turn bucket lists into reality.

“I’ve been tracking travel trends for eight years, and this year, more than ever before, is about experiences as much as places,” says Melanie Fish, Chief Trend Tracker for Expedia Brands. 

Travelers increasingly prioritize activities that foster deep connections with their destinations, especially those centered around natural wonders like eclipses, fireflies, bioluminescence, and volcanic landscapes. 

“We are seeing a shift in travel that reflects a deeper, more personalized approach to exploration,” explains Laura Lindsay, Global Travel Trends Expert at Skyscanner. “Travelers are increasingly looking for experiences that align closely with their personal interests — even niche passions.”

Small group travel, as noted above, plays a significant role in this trend, as groups are setting the pace for their personalized excursions. Tour operators can capitalize on this trend by offering packages that combine thrilling adventures with cultural storytelling! Think ATV tours with Native guides. 

Highlight unique tours that show off your local expertise, culture, and cater to small groups looking for curated experiences that they can’t find anywhere else. 

Looking to the future

The future of travel is bursting with the opportunity to create personalized and unforgettable adventures for your guests! One place we love to continue to learn and feel the pulse of travel trends is Instagram. Follow us @FareHarbor to see the amazing ways our operators are transforming travel trends.